The Narrative Infrastructure
The commodity trap is coming for language technology—and nobody’s ready
The commodity trap that hollowed out the LSP market is closing in on Language Technology Providers. With everyone building on the same underlying models and describing themselves with the same AI-generated copy, language AI and voice AI companies are left competing on price or features. This post names the problem the industry isn’t talking about.
Product positioning vs brand positioning: A strategic guide for Pro AV marketers
Brand positioning is your company’s reputation built over years—what integrators say about you when you’re not in the room. Product positioning is tactical—how you compete for specific specs against alternatives. Most Pro AV marketing problems stem from confusing the two. This guide shows you how to build product positioning that wins deals and brand positioning that lasts, with practical advice on avoiding common pitfalls like generic claims and trying to be everything to everyone.
How to market to developers: 7 strategies that actually work
Marketing to developers requires a different approach than traditional or product marketing. Developers, especially those in complex industries, evaluate tools based on technical merit, not marketing promises. This guide covers seven essential strategies for demonstrating competence and building trust through technical credibility, not persuasion.
What comes first: Product story or Brand story?
In engineering-driven B2B tech companies, early success comes from product excellence—but global growth requires a compelling brand story. Drawing on examples from Nvidia and Intel, this article explains why sequencing product and brand is critical, how to know when to shift, and what leaders should ask to turn technical credibility into lasting market impact.